It used to be that using FAB’s (features, advantages and benefits) was the way to effectively promote to achieve sales. Today, things have changed. Psychology has upped the game by identifying how Emotional Intelligence also has a role to play too.

It’s all about the emotion that is associated with a customer’s needs.

Take these cakes.

They look pretty and attractive and probably aren’t that nutritious or healthy to eat, yet they sell well because when they are seen, they raise strong emotions in many people.

It’s this emotional reaction that makes them attractive and what makes them sell and in demand; nothing to do with food at all.

So, when it comes to working out why people buy from you, it’s not just about the benefits your product or service provides, it’s also about establishing the key emotional triggers that are most motivational to your customers and prospects.